🇪🇺 European TV Market Recovers and Grows
According to a report by ITMedia Consulting, after a period of stagnation, the European television market is experiencing a confident recovery, showing 3.7% growth in 2024—the first real growth since 2021.
This upswing is driven by increased revenue from paid TV services and advertising (4.5% each). The market received an additional boost thanks to major sports events.
Pay-TV remains the main source of income (45% of the market), but its growth is solely linked to online components, primarily SVoD and sports streaming. Digital services are compensating for the decline in traditional linear pay-TV.
Total advertising revenue has exceeded the pre-pandemic level of 2019. However, the main growth is coming from AVoD, while advertising on free linear TV continues to fall. The share of AVoD in Europe has grown from 9% in 2019 to 23% today.
Against the general trend toward digitalization, Italy remains a notable exception, where linear TV maintains a dominant position.
